A mind-numbing array of rental buying programs have retailers wondering if they are in a gold mine or a temple of doom. On the supply side, there is talk of increased copy depth, national promotions and customer satisfaction resulting in growing revenues. There is a marked uptick in the rental market that will benefit supermarkets as much, if not more, than any other class of trade. But retailers unanimously say what they want most is for the studios to simplify the programs and just sell ...

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